市场营销学系学术讲座（12月24日）

时   间：2024年12月24日14:00-15:30

地   点：思源楼624

主   题：Effects of Government-to-Contractor Revolving Door Directors on Customer Relationship Performance

主讲人：Hui (Sophia) Feng

              Associate Professor of Marketing

              Ivy College of Business

              Iowa State University

主持人：殷云露 副教授

摘   要：

Firms in business-to-government (B2G) marketplaces often invite former government officials to join their boards of directors, in search of their critical knowledge and access. However, the actual impacts of these revolving door directors are unclear for marketing outcomes. By analyzing multisource, secondary panel data of 1,677 publicly traded U.S. firms in the B2G market between 2005 and 2021, the authors find that revolving door directors significantly improve three dimensions of customer relationship performance: customer acquisition, customer retention, and cross-selling performance. The beneficial effects of revolving door directors are contingent on demand volatility and the competitive-bidding preferences of the government customers the firm serves. That is, revolving door directors are more effective for improving customer relationship performance when firms face higher demand volatility from customers but less effective if customers prefer competitive-bidding processes. The customer relationship performance also mediates the relationship between revolving door directors and financial outcomes (contracting performance). These results provide unique contributions to marketing theories and implications for practitioners.

简   介：

Hui (Sophia) Feng is an Associate Professor at Iowa State University and she received her Ph.D. from Indiana University. Dr. Feng’s research interests focus at the firm strategy level, with an emphasis on understanding the financial performance impact of top marketing executives, marketing department power, marketing capabilities and marketing strategy. Her research has been published in Journal of Marketing, Journal of International Marketing, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. She has served on the Editorial Review Board of Journal of Marketing and Journal of the Academy of Marketing Science and received the Outstanding Reviewer Award from both journals. She also currently serves as the Associate Editor at Journal of Business Research. Her work has won the 2020 JAMS Sheth Foundation Best Paper Award and been listed as the finalist for several other awards, such as the 2015 Shelby D. Hunt/Harold H. Maynard Award, the 2015 Marketing Science Institute/H. Paul Root Award, 2018 and 2021 JAMS Sheth Foundation Best Paper Award, and the 2019 S. Tamer Cavusgil Best Paper Award.

市场营销学系

2024-11-27